An examination of my 7 guiding principles of social media plans. By following t

1. SOCIAL MEDIA
AND THE 7 STEPS
OF BUILDING A
NEW MEIDA
STRATEGY

2. Target the Audience using interuptive techniques to convince. It was
like shouting with a megaphone.
Messages were product-focused with little regard to providing value
beyond the intrinsic value of the product

3. Use human engagement and dialogue to drive
customer preference and loyalty. It’s more like a
conversation
Focus on meaningful marketing that provides value in
the message itself

4. The term ‘Social Media’ is backward.
‘Social should not describe ‘media’, ‘media’ describes the
means of socialization.
Focus on meaningful marketing that provides value in the
message itself.
Use huminization and transparency to affect how the
product is perceived by customers and prospects.

5. Worry about the tools last, not first.
These tools are constantly changing, so don’t hang
your hat on any particular one.

7. The elevator pitch is dead. Now you must say it in 140
characters or less, and still have room for a URL.

9. Is it awareness?
Sales?
Customer loyalty?

11. Nothing Single action Advocates
Aware, no action Repeated action/enthusiasts Evangelists

12. Nothing Single action Advocates
Aware, no action Repeated action/enthusiasts Evangelists

14. • Publish a blog
Creators • Publish their own website
• Upload videos they created
• Upload music they create
• Post articles they have written
• Post ratings/reviews of
Creators products and services
• Comment on blogs and
forums
• Contribute and edit Wiki
articles
Collectors • Use RSS feeds
to use social media in • Add tags to webpages and
pics
business making/ • “Vote” for web sites online
adoption decisions.
Joiners • Maintain a profile on a
social networking site
• Visit social networking sites
• Read blogs
• Watch videos from other users
Spectators • Listen to podcasts
• Read online forums
• Read cutomer ratins/reviews
• None of the above
Inactives

15. The Social Technographic Profile of Online Adults
18% Creators Critics Collectors
25% Joiners Spectators Inactives
12%
2008
25%
48%
25%
21%
37%
19%
2009
35%
69%
44%
0 17.5 35 52.5 70

16. The Social Technographic Profile of Online Adults
18% Creators Critics Collectors
25% Joiners Spectators Inactives
12%
2008
25%
48%
25%
21%
37%
19%
2009
35%
69%
44%
0 17.5 35 52.5 70

18. •Bullet
•Pointsand
•Features
•And benefits

19. Focus on your One Thing and build your initiative around it.

21. Don’t think. Listen, observe and react authentically.
Make your customer the star of the show.

23. •Web traffic
•Web traffic referrals
•Search volume trends
•Followers, friends, fans
•Social mentions
•Share of voice

24. •Web traffic
•Time spent on site
•Bounce rate
•Repeat visits
•Content acceptance
•Followers, friends, fans
•Social mentions
•Share of voice
•Connectivity with sales funnel

25. •Time spent on site
•Repeat visits
•Content acceptance
•Followers, friends, fans
•Repeat social mentions
•Share of voice
•Reccomendations and review
•Social connectivity among customers
•Customer service metrics
•Net promoter socre